Screamfest IV: The Kraken's Revenge
The Kraken Rum
pieces of coverage
social media reach
social followers gained
The Kraken Black Spiced Rum’s immersive Halloween activation has always been the centrepiece of the brand’s marketing strategy engaging increasingly more fans each year. With most live events cancelled or postponed until 2021, Kraken’s Screamfest had to go digital.
The Big Idea
Many Kraken fans are also gamers. So we commissioned legendary Rockstar Games visionary John Zurhellen to create ‘Screamfest IV: The Kraken’s Revenge’, a video game in which Kraken fans at home controlled a real-life avatar through a claustrophobic fortress in what became the world’s first IRL horror video game experience.